2.
motivation
In many countries the backbone of economy is
small enterprises (< 100 employees)
Social media play an increasingly important role in
monitoring customers opinion and advertising
products and services
The human skills and technological resources of
small enterprises are limited in monitoring social
media and improving company presence.
Adequate tools are needed to support this need.

3.
User Generated Content and
Social media
Big data by Social Media are produced and need to
be processed by enterprises
In the next 60 seconds:
◦ Facebook users share 2.460.000 pieces of
content
◦ Youtube users upload 72 hours of new video
◦ Twitter users tweet 277.000 times
◦ Pinterest users pin 3472 images
www.domo.com/blog/2014/04/data-never-sleeps-2-0/

4.
Use of Social media tools for
businesses
◦Brand monitoring
◦Targeted advertisement
◦Find out how users respond to
business decisions
◦Track opinion leaders
◦Competitive analysis

5.
SMEs and social media tools
Major barriers in adoption
◦ Time scarcity
◦ Lack of financial resources
◦ Lack of technology skills
◦ Negative view about social media usefulness
◦ Unfamiliarity with specific technologies
Can social media tools help SMEs engage
more effectively with social media?
Stockdale, R., Ahmed, A., Scheepers, H.: Identifying Business Value from the Use of
Social Media: An SME Perspective. In: PACIS 2012 Proceedings, (2012)

17.
Emerging questions
What is the relationship between
visualization and gaining insight from social
media data?
How multiple social media data can be
converged?
How can real time updates be adapted in a in
a effective easily understandable manner?

18.
Conclusions
SMEs with B2C activities are more likely to
benefit from SONETA
Need for domain specific use case scenarios
Perceived quality of SONETA depends –at
least to some extent- with the SMEs attitude
towards social media